Golin grows responsibilities for National Peanut Board to cover marketing, advertising

The Interpublic Group firm is the longtime PR AOR for the National Peanut Board.

A peanut butter pop-up store in Manhattan in April.
A peanut butter pop-up store in Manhattan in April.

ATLANTA: The National Peanut Board has expanded the responsibilities of longtime PR AOR Golin to cover its advertising and marketing accounts, effective November 1.

The group made the decision to grow Golin’s remit after a competitive bid involving dozens of firms. The firm will spotlight consumer and trade engagement.

Bob Parker, president and CEO of the National Peanut Board, said more than 60 agencies bid after the organization opened its PR, advertising, and marketing accounts for review. Seven firms were asked to submit proposals.

He confirmed the contract is worth $3.5 million for the fiscal year.

Incumbent marketing and advertising firm Lawler Ballard Van Durand pitched for the business.

"[It was] very tough to part ways with them," Parker said, adding that the final decision "came down to strategy and philosophy and where we needed to go."

Specific services that Golin will handle will include content creation, digital and traditional advertising, business development, earned and social media, special events, and issues management.

The Interpublic Group firm said in a statement that the account marks "another in a growing list of integrated client engagements that includes earned, owned, shared, and paid media."

The agency won the lucrative National Peanut Board account in late 2001.

Gary Rudnick, president of the Americas at Golin, said the firm has worked with the Board on areas like leadership, food allergy research, and crisis communications.

Staffers in Atlanta and Chicago will work on the account, he said.

Rudnick added that the agency is looking at ways to usher in a new generation of peanut lovers, and that may require a "digital and innovative communications strategy."

"The target audience is changing," he said. "One of the things we’ve talked about is expanding the target demographic to be more inclusive of other groups, like Millennials, so they can have the same relationship with peanuts that their parents and grandparents have."

Golin won accounts from Humana, Crayola, and Mattel’s Barbie and Hot Wheels brands early this year. Its revenue was up 8.5% globally and 7% in the US in 2014, compared with the year prior.

This story was updated on July 10 with comment from Rudnick and Parker.

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